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Digital Campaign of the Week: Everyman
By Violet Naylor-Leyland, Third Sector Online, 3 September 2009
Keith Lemon for Everyman Tacheback campagin
The charity has recruited comedian Keith Lemon to front its 2009 Tacheback online video campaign
What is it?
A fundraising campaign with a strong online element. Men will be encouraged to grow moustaches during September to raise money through sponsorship for the Everyman Male Cancer Campaign. The competition will be judged at an event on 1 October.
What's different about this year's campaign?
Each year, Everyman's microsite www.tacheback.com is redesigned and updated. This year moustached TV personality Keith Lemon is featured on the site. "There's one thing more glorious than a tache: it's a tache that raises cash," is his tagline.
Lemon appears in weekly videos to motivate and amuse supporters. In the introductory video, he demands: "Be a man! Grow a tache this September."
In a video aimed at getting women to inspire men, Lemon states: "Behind every tache is a great woman."
"We wanted to add a touch more fun to this year's campaign," says a spokeswoman for Everyman. "Keith's there to get men going and to act as a guide throughout their journey."
How was it created?
The charity worked closely with creative agency Profero to redesign the website and write the scripts. The agency charged about a quarter of its usual price. Production company Pangaea worked pro bono to produce the videos.
Are there any other commercial supporters involved?
Beauty company Remington and the Handlebar Club of Great Britain, a group for large-moustached men.
How is it being promoted?
"We pushed on viral promoting to keep it cost-effective," says the spokeswoman. The website has links to Facebook, Flickr, Bebo and live Twitter feeds on its campaign homepage.
How will it be measured?
With a fundraising target of £300,000, Everyman says it will judge success by return on investment. It estimates the campaign's cost to income ratio as 1:6.
Third Sector's view
Good use of topical viral promoting, refreshing an already successful annual campaign.
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